Americans are increasingly prioritizing affordability when choosing where to eat, a trend that Checkers & Rally's CEO Chris Tebben says has intensified over the past two years. The fast-food chain is responding by leaning into value offerings, including a $4 Unbeatable Meal Deal, which is priced at $5 in select markets.
Tebben stated that the company observed a positive shift in transaction trends after initially launching a $4 version of the meal deal around May 2025. "I think we’ve seen over the last couple of years the need for value continues to intensify and, let’s face it, consumers are continuing to feel the pressures of a lot of everyday necessities," Tebben told FOX Business. "And I think that’s why affordability plays such an important role when they choose to spend some of that money for an away from home occasion."
The rising cost of everyday necessities is putting pressure on consumers and, consequently, on restaurants that must justify the expense of dining out. This situation presents a challenge for restaurant operators who are simultaneously dealing with their own increasing operational costs, such as food costs, while trying to maintain appealing menu prices.
"Certainly what we’re trying to do with value. Value has always been at the heart of our brand. And, so, it’s certainly more difficult in today’s economic environment in terms of inflation and food costs to make that equation work," Tebben explained. He added that Checkers & Rally's has focused on improving its core food costs, which allows for greater investment in value-driven promotions while ensuring profitability for the company and its franchisees.
This focus on value is a widespread strategy in the restaurant industry, with major chains like McDonald's and Wendy's also promoting meal deals and value platforms to attract budget-conscious customers. However, Checkers & Rally's approach is not necessarily to permanently add deeply discounted items to its core menu. Instead, the company sees an opportunity to reintroduce promotional offers periodically, depending on consumer demand and economic conditions.
"I’m not looking to necessarily have the meal deal be part of our core menu, but I certainly think we’re building equity, and consumers have responded to it. I would expect that you’ll see some version of this that will pulse in at different times for us as the macro environment demands," Tebben said. He noted that periodically offering the deal can generate excitement and allows the company to adapt to changes in consumer spending habits and financial situations.
The current $4 meal deal includes a choice of a Loaded Tender Wrap, Spicy Chicken Sandwich, or Classic Burger, accompanied by Value Fries, eight Chicken Bites, and a 16-ounce drink. The promotion costs $5 in certain markets.
Tebben emphasized that the company aims to offer a complete meal experience rather than just competing on the price of individual items. He also stressed that value extends beyond price, with Checkers & Rally's working to enhance food quality, service speed, and customer experience as part of a broader brand revitalization effort.
"We’ve made a lot of improvements there. We still have a lot of work left to do to fully turn the brands around, but it can’t just be, you know, value and affordability. And then the guest comes in and doesn’t get a delightful experience. So it has to be the magic of the end. That’s what we’re really focused on," Tebben said. He concluded that affordability is a critical component of their strategy, aiming to ensure that price is never a barrier for customers choosing their brand.